PT

Tharso Vieira

Creative & Innovation Director | AI products & agents | BRISE co-founder

tharso@gmail.com · linkedin.com/in/tharso · tharso.com · São Paulo, Brazil

Creativity, strategy and technology applied to what doesn't have a manual yet. Twenty-something years across ad agencies, tech multinationals and startups: digital advertising, UX, digital products and, lately, AI applied to products and agents.

Experience

2025–today
BRISE — Co-founder
Environmental risk intelligence. From satellites and sensors to business decisions.
2021–2025
Capgemini — Head of Practical Innovation
AI for breakfast, lunch, and dinner. And immersive interfaces between meals.
2019–2021
LOV3 Matters — Independent consultancy
A one-man consultancy: understand the problem, assemble the squad, solve it.
2018–2019
House of Hagens — Partner & Director
Banco Safra: digital ecosystem unification, 12 assets redesigned.
2017–2018
Try Consultoria (WPP Group) — Strategy Director
Several e-commerces and apps: Casas Bahia, Ponto Frio, Tok&Stok (awards included), Avon, Avenue (site and branding). Short time, good results.
2017
Grupo TV1 — Planning / Creative Director
GOL digital rebrand and website, Selfie Check-in, Bradesco, Localiza.
2016
FSB — Executive Creative & UX Director
The Rio 2016 Olympics, at Brazil's largest PR agency.
2014–2016
IBM iX — Creative Director & UX Director
BIA (Bradesco), the IBM+Apple partnership, and countless apps for banks, insurers, and retailers.
2012–2014
RIOT — Executive Creative Director
Over 100 people in creative. Chaos, but an incredibly fun one.
2011–2012
Santa Transmedia (NYC) — Managing Director
A year prospecting in New York. Found out I'm not that good at it.
2008–2011
Dentsu — Digital Manager
Toyota, Nestlé, Sony, Nissin.
2008–2010
Gruda em Mim — Partner
Decompression: Gilberto Gil, Nando Reis, Capital Inicial, Google, and Apple.
2005–2008
McCann Online — Planning & Project Director
First big-agency experience (Santander, GM, Microsoft, Coca-Cola, Mastercard).
1997–2005
MM Castillo — From copywriter to absolutely everything
The beginning of Brazil's commercial internet — and of my compulsory versatility.

Skills

  • AI agents, skills, plugins & harnesses
  • AI applied to products
  • Creative direction
  • Digital products (end-to-end)
  • Interface design (UX/UI)
  • Strategy and planning
  • Brand building
  • Advertising and journalistic copywriting
  • Team building and leadership

Education

Journalism — PUC-Campinas (1995–1999)

Languages

Portuguese (native)
English (professional fluency)